July 2015 - Dec 2015
Mainpath Marketing is an SEO magic shop, but not a design shop. They needed a custom design that expressed their brand identity and vision better. I was tasked with delivering this fresh overhaul they were looking for.
Understanding the Problem
MainPath Marketing is one of the top digital marketing agencies for commerical facing brands in San Diego. The image above is from their actual office. Their clients are typically more funded and established with healthy marketing budgets. They spend a lot of time creating content to back up their companies results so I really wanted to create a design that could showcase it all.
Their initial website was a WordPress template, pretty popular these days for companies to go with versus custom builds, but it wasn't performing how they'd anticipated.
The head of our design shop and I met with Mainpath and started discussing goals, constraints, motivations, and fears. This was our "Kickoff" meeting that we had down pretty well by then. From here we were able to determine that they were generally unhappy with the conversion rate and visual design of their site. I'd ask more probing questions into those pain points to gather as much context as possible.
Their brand identity was already established but they gave us permission to adjust where we saw fit. We would really push this freedom and deliver a new creative direction that included design elements, icons, and a sans-serif font face.
I was the sole designer on this project but I would collaborate and get feedback with the entire team as often as possible. In addition, I still had to lead the design team, and deliver work for our many other clients. This was a great experience in developing an Agile workflow.
The number of iterations I went through in about 2 weeks was intense. Late nights and growlers from the brewery below us, literally, would push me through. Based on their feedback, they wanted a site that was fitting for a marketing agency. Their previous design did the opposite, it was full of industry jargon and a conservative design. I wanted to inject more life and a lead visitors on a journey or "Path".
Before I worked some magic for Mainpath.
A complete redesign! The page now had a structured "path" to it. Sections were clearly defined and content had enough room to be easily scanned and consumed. The "results" section was moved from the bottom to the top and metrics were added that were backed by real data. Custom icons were created to help users understand the industry jargon.
With how much content (blog posts, social posts, white-papers) they created, we decided to showcase this on the landing page. Finally, the form was condensed and put next to a simple message. One that I was able to discover while researching SEO analytics.